Draft reference — content review pending
New Customers
The number of distinct customers whose first qualifying relationship or transaction falls within the reporting period.
Business question
How many customers entered the business under the agreed new-customer definition?
Formula
New customers = count of distinct customers whose first qualifying event occurs during the reporting period.
Calculation notes
Define the qualifying first event and the historical lookback needed to identify whether a customer is genuinely new.
Edge-case guidance
Handle merged records, returning customers, anonymous transactions, and customers whose historical data starts after the true relationship began.
Required data
| Input | Type | Status | Available source hints |
|---|---|---|---|
| Customer identifiers with first qualifying eventDistinct identifiers whose first qualifying event is inside the period. | Identifier | Required | CRM · POS · Ecommerce platform · Appointment system |
Interpretation
Use the measure to understand customer acquisition volume and connect it with conversion, transaction value, and retention.
Caution
A high new-customer count does not show acquisition quality, profitability, or retention without companion measures.
Implementation recommendation
Document the first qualifying event and track the source or segment when acquisition decisions depend on customer mix.
Target guidance
Set the first target from a comparable historical baseline for new customers, then adjust it for strategy, capacity, seasonality, data quality, and relevant market or regulatory context. Review the direction with the accountable business owner rather than treating any external benchmark as universal.